Marketing Response Modelling: Impact of Digital Marketing for a Luxury Car Brand

2019 ◽  
Vol 14 (3) ◽  
pp. 254-270
Author(s):  
Mihir Dash ◽  
Kshitiz Sharma
Keyword(s):  
Digital Media ◽  
Emerging Economies ◽  
High Growth ◽  
Digital Marketing ◽  
Independent Variables ◽  
Goods Market ◽  
The Media ◽  
Media Mix ◽  
Response Modelling ◽  
The Impact

The luxury car segment is the most vibrant segment in the luxury goods market, experiencing high growth in recent years in the emerging economies of China, India, and Brazil. In India, the luxury car segment is dominated by three major players, that is, Audi, Mercedes-Benz, and BMW, together accounting for 85 per cent of the total Indian luxury car segment. The study proposes a marketing response model for luxury car brands, involving a linear model with all possible interaction effects. The model is applied in the case of a luxury car brand which had recently adopted digital marketing in addition to its traditional advertising media mix. The response in the form of customer queries at its showroom (situated in Bangalore, India) was taken as the dependent variable. The independent variables were the advertising expenditure in different media, viz. newspapers and magazines, display events, and digital media. The results of the model provide a measure of the effectiveness of each of the media, the interaction between them, as well as the impact of digital marketing.

scholarly journals Digital Marketing dan Ragam Produk pada Minat Beli Konsumen Toko Online Shopee (Studi Kasus pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya Angkatan 2016)

2019 ◽  
Vol 3 (1) ◽  
pp. 14
Author(s):  
Andrian SE,MM
Keyword(s):  
Digital Media ◽  
Linear Regression Analysis ◽  
Evaluation Process ◽  
Product Variety ◽  
Digital Marketing ◽  
The Internet ◽  
Final Conclusion ◽  
Purposive Sampling ◽  
Department Faculty ◽  
The Impact

            Digital Marketing adalah  merupakan suatu kegiatan pemasaran atau promosi sebuah brand atau produk menggunakan media digital atau internet. Tujuan digital marketing adalah untuk menarik konsumen dan calon konsumen secara cepat. Seperti yang kita tahu, penerimaan teknologi dan internet di masyarakat sangat luas, sehingga tidak heran kegiatan pemasaran secara digital dijadikan pilihan utama oleh perusahaan-perusahaan. Keragaman produk merupakan kumpulan seluruh produk dan barang yang ditawarkan penjual tertentu kepada pembeli. Sedangkan minat beli timbul setelah adanya proses evaluasi alternatif dan di dalam proses evaluasi, seseorang akan membuat suatu rangkaian pilihan mengenai produk yang hendak dibeli atas dasar merek maupun minat. Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini ada tiga, yaitu Digital Marketing (X1), Ragam Produk (X2), dan Minat Beli (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner ke sejumlah mahasiswa Jurusan Manajemen Angkatan 2016 Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya. Sampel yang digunakan dalam penelitian ini berjumlah 100 orang responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda dengan metode SPSS versi 22. Penelitian ini menghasilkan kesimpulan akhir bahwa variabel Digital Marketing dan Ragam Produk mempunyai pengaruh yang signifikan pada variabel Minat Beli sebesar 23,8%.The Impact of Digital Marketing and Product Variety towards Purchasing Interest in Online Store Shopee (Case Study to Students of Class of 2016 Management Department Faculty of Economic University of Bhayangkara Jakarta Raya)Abstract            Digital Marketing is an activity of marketing or promoting a brand or product using digital media or the internet. The purpose of digital marketing is to attract consumers and prospective consumers quickly. As we know, the acceptance of technology and the internet in the community is very broad, so it is not surprising that digital marketing activities are made the top choice by companies. Product diversity is a collection of all products and goods offered by certain sellers to buyers. Whereas buying interest arises after the existence of an alternative evaluation process and in the evaluation process, someone will make a series of choices regarding the product to be purchased on the basis of brand and interest. This research uses explanatory research with a quantitative approach. There are three variables used in this research, namely the Digital Marketing (X1), Product Variety (X2), and Purchase Interest (Y). Data collection is obtained through questionnaires distributed to several students of the  Class of 2016 Management Department, Faculty of Economics, University of Bhayangkara Jakarta Raya. The sample used in this research amounted to 100 respondents. The sampling technique used is purposive sampling. Data analysis used is descriptive analysis and multiple linear regression analysis with SPSS version 22. This research produces the final conclusion that the Digital Marketing variable and Product Variety have a significant effect on the Purchase Interest variable as 23.8%.

scholarly journals Visual Communication in Urban Design and Planning: The Impact of Mediatisation(s) on the Construction of Urban Futures

2020 ◽  
Vol 5 (2) ◽  
pp. 1-9
Author(s):  
Gabriela Christmann ◽  
Ajit Singh ◽  
Jörg Stollmann ◽  
Christoph Bernhardt
Keyword(s):  
Digital Media ◽  
Urban Design ◽  
Active Role ◽  
Thematic Issue ◽  
Sociological Approach ◽  
Core Concepts ◽  
The Media ◽  
Urban Futures ◽  
Visual Construction ◽  
The Impact

<p>This editorial introduces the subject matter of the thematic issue, which includes a diverse collection of contributions from authors in various disciplines including, history, architecture, planning, sociology and geography. Within the context of mediatisation processes—and the increased use of ever-expanding I&amp;C technologies—communication has undergone profound changes. As such, this thematic issue will discuss how far (digital) media tools and their social uses in urban design and planning have impacted the visualisation of urban imaginations and how urban futures are thereby communicatively produced. Referring to an approach originating from the media and communication sciences, the authors begin with an outline of the core concepts of mediatisation and digitalisation. They suggest how the term ‘visualisation’ can be conceived and, against this background, based upon the sociological approach of communicative constructivism, a proposal is offered, which diverges from traditional methods of conceptualising visualisations: Instead, it highlights the need for a greater consideration towards the active role of creators (e.g., planners) and recipients (e.g., stakeholders) as well as the distinctive techniques of communication involved (e.g., a specific digital planning tools). The authors in this issue illustrate how communicative construction, particularly the visual construction of urban futures, can be understood, depending upon the kind of social actors as well as the means of communication involved. The editorial concludes with a summary of the main arguments and core results presented.</p>

Mediascape and Movement

2019 ◽  
pp. 100-122
Author(s):  
Francis L. F. Lee
Keyword(s):  
Hong Kong ◽  
Digital Media ◽  
Political Communication ◽  
Protest Movements ◽  
The Public ◽  
Mainstream Media ◽  
The Media ◽  
The Impact ◽  
The Relationship

This chapter reviews the relationship between the media and the Umbrella Movement. The mainstream media, aided by digital media outlets and platforms, play the important role of the public monitor in times of major social conflicts, even though the Hong Kong media do so in an environment where partial censorship exists. The impact of digital media in largescale protest movements is similarly multifaceted and contradictory. Digital media empower social protests by promoting oppositional discourses, facilitating mobilization, and contributing to the emergence of connective action. However, they also introduce and exacerbate forces of decentralization that present challenges to movement leaders. Meanwhile, during and after the Umbrella Movement, one can also see how the state has become more proactive in online political communication, thus trying to undermine the oppositional character of the Internet in Hong Kong.

Changing trend in reading habits of teenagers in Delhi

2014 ◽  
Vol 63 (1/2) ◽  
pp. 125-137 ◽  
Author(s):  
Paramjeet Kaur Walia ◽  
Nitu Sinha
Keyword(s):  
Information Technology ◽  
Digital Media ◽  
Paradigm Shift ◽  
Strategic Change ◽  
Social Benefit ◽  
Reading Habits ◽  
Content Type ◽  
Rapid Changes ◽  
The Media ◽  
The Impact

Purpose – The purpose of this study was to attempt to answer some plausible questions like what do teenagers prefer to read at leisure, how do they read and why do they read? With the rapid changes in information technology, there is tremendous change in means of communication. Today, much more information is available from electronic and digital media as compared to traditional books. A paradigm shift in information delivery from just information to infotainment has also affected the preferences of the information seekers. Teenagers are a demographic group under transition and they are not untouched by these rapid changes in technology and their impact on their reading preferences. Design/methodology/approach – For this purpose, a survey among 223 school-going (public/convent and government-/aided) teenagers aged between 12 and 18 years was done using a semi-structured questionnaire. Findings – The findings revealed a decline in sports and outdoor recreational activities during leisure, and only 20.6 per cent teenagers preferred reading during leisure. However, self-perception as an avid reader was expressed by majority (53.8 per cent). Fictions were liked by > 75 per cent teenagers; however, non-fictions were also liked by majority (61.8 per cent). The reading preferences of the children were found to be affected by their age, their gender and the type of schools they attended. A significant inverse relationship of television watching and movie-going was observed with reading time. Research limitations/implications – The biggest limitation was inability to directly interact with the students and inability to gather data from more schools. Practical implications – By knowing the current reading trends, leisure time habits and exposure to different means of information technology, the choice of medium for knowledge dispersal could be done. The study would help in providing a basis for a strategic change in the ratio of conventional books and other information media in the library. Social implications – By identifying the media exposure time and popularity, proper steps may be taken in order to enrich the particular media and to ensure that quality of information available on the media can be directed for social benefit in large. Originality/value – The impact of demographic and environmental variables on reading habits of teenagers has not been evaluated in this part of the world, especially in view of the paradigm shift in information technology and the growing influence of electronic media and social networking. An understanding of this mutual relationship would help in modifying the reading behaviour of the teenagers.

scholarly journals The Impact of Purchasing Behaviour towards Digital Marketing in Kangar, Perlis

2020 ◽  
Vol 4 (5) ◽  
pp. 62-69
Author(s):  
Keyword(s):  
Regression Analysis ◽  
Descriptive Analysis ◽  
Subjective Norms ◽  
Digital Marketing ◽  
Marketing Theory ◽  
Purchasing Behavior ◽  
Digital Medium ◽  
Independent Variables ◽  
The Impact ◽  
Perceived Behavior

Marketing activity through digital medium is becoming popular among the entrepreneurship. This have managed to influence the purchasing behavior of the citizens. However, there certain people who still doubting the use of technology in daily life. There also a few people whom still not confident in using technology. Thus, this purpose of this study is to research the impact of purchasing behavior toward digital marketing. Theory of planned behavior is use in this research to explain the independent variables, which is attitude, subjective norms, perceived behavior and pricing that effecting the purchasing behavior. Besides, descriptive analysis, correlation analysis and regression analysis are use analyze the significant of independent variables towards dependent variable. This study uses quantitative method and 381 sets of questionnaires are distributed around Kangar. Reliability test are conduct for 40 respondents and obtain Cronbach’s Alpha 0.731, which is acceptable. Statistical Package for the Social Sciences (SPSS) is used to evaluate the data collected. Under regression analysis, this study find out that the attitude, subjective norms and pricing have an impact to digital marketing. While perceived behavior control has no significant to the dependent variable.

scholarly journals Media Logic

Communication ◽  
2015 ◽  
Author(s):  
Gianpietro Mazzoleni ◽  
Sergio Splendore
Keyword(s):  
Digital Media ◽  
Media Effects ◽  
Mass Communication ◽  
Theoretical Development ◽  
Media Content ◽  
Media Sociology ◽  
The Media ◽  
Media Logic ◽  
Media Environments ◽  
The Impact

This entry offers a review of works in communication studies. It discusses the theoretical debate and empirical research that have contributed to define, highlight, and expand the concept of “media logic.” The concept is grounded in the media sociology perspective, but it acquires an interdisciplinary nature from its numerous applications in different domains. Media logic is connected both with the ideas of production of media content and with the area of media effects. From the production perspective, the concept leans on the sociology of journalism, and particularly on studies of newsmaking. In this sense, media logic consists predominantly of a formatting logic that determines the classification of materials, the choice of mode of presentation, and the selection of social experience. When David Altheide and Robert Snow—in Altheide and Snow 1979 and Altheide and Snow 1991 (both cited under Core Texts)—worked out the concept of media logic, they pointed at the formats, the processes by which media produce their content. The “media logic” refers to the organizational, technological, and aesthetic determinants of media functioning, including the ways in which they allocate material and symbolic resources and work through formal and informal rules. If media logic refers to the processes for constructing messages within a particular medium, “format” becomes a key term because it refers to the rules and codes for defining, selecting, and presenting media content. From the perspective of media effects, the concept also envisions the impact media have on institutions. One popular theoretical development of the media logic approach is the concept of “mediatization” of society. The media logic is seen as the ‘engine’ of the processes of mediatization. Mediatization is then the result of the influence of mass communication on society, where many societal institutions, politics especially (Mazzoleni and Schulz 1999, cited under Journal Articles on Mediatization of Politics), adapt themselves, their aims, their statutes, their conducts, and their logics to typical production formats and imperatives, mainly of a commercial nature, of modern communications. Schulz 2004 (cited under Mediatization) explains such processes in terms of “extension, substitution, amalgamation and accommodation.” However, the establishment of digital media environments prompts scholarly reflection on developing new theoretical perspectives, looking beyond traditional ‘formats’ (Klinger and Svensson 2015, cited under Digital Media Logic).

scholarly journals SCOPE OF MACRO MARKETING RELATED TO THE DEVELOPMENT OF DIGITAL MARKETING SYSTEMS

2020 ◽  
Vol 22 (2(75)) ◽  
pp. 93-100
Author(s):  
Y. V. ROBUL
Keyword(s):  
Digital Media ◽  
Value Creation ◽  
System Development ◽  
Central Element ◽  
Central Place ◽  
Digital Marketing ◽  
Marketing System ◽  
Digital Platforms ◽  
Marketing Systems ◽  
The Impact

Topicality. While digital revolution in every field and sector of economy, including marketing is fait accompli, a proper conceptualisation thereof is still far from being definitely provided. In this context the need for simultaneously more accurate and general understanding of marketing system development as well as for effective regulation of their growth and change is widely recognised. The situation with macromarketing in digital is much the same. Digital marketing in so far has mostly been scrutinised as a set of tools at the level of a firm. This article represents an attempt to shape it as a marketing system within service economy, the value in which is created by co-creation, and the theoretical basis is represented by the logic of service dominance (S-D logic). Aim and tasks. The article addresses the scope and tasks of digital marketing, considered from the point of view of the marketing system at the macro level. Research results. Based on the phenomena of datafication, digitalisation, virtualisation and generativity, as specific features of digital technologies the digital marketing macrosystem is shaped. On the basis of these treats, the vision of specific features of the scope of macromarketing in the digital space is proposed and developed, as well as the comparison of digital marketing as a micro- and a macrosystem is provided. Digital platforms for transactions, creation and access to new digital services, and related to them sharing economy research have been proposed as a central element to digital macromarketing. The concept might be used in further studies aimed at assessing the input of digital marketing onto economy as a whole, or the impact of digital media development on the development and growth of market environment, as well as to develop measures to regulate and stimulate digital marketing development and, through it, the development of the digital economy as a whole. Exploring the forms and conditions of its relationship with other marketing systems and other social subsystems, as well as determining the levels of the hierarchy in it and the interaction between levels, is a promising avenue for research. Some other areas of further research are also suggested. Conclusion. Digital marketing as a macrosystem should focus on the study of functional mechanisms that help expand marketing processes and systems, determine the relationship between value creation and acquisition models and the creation and growth of welfare at the level of the economy as a whole. Given the central place of digital research platforms for the conditions of their origin and functioning depending on socio-economic conditions and development on their basis of the economy of distribution and joint value creation can be an interesting area of further research.

scholarly journals Post-truth, gender issues and sports entertainment: the setting in Ibero-America’s main digital media for the Super Bowl halftime show 2020

2022 ◽  
Vol 35 (1) ◽  
pp. 177-195
Author(s):  
María-Jesús Fernández-Torres ◽  
Alejandro Álvarez-Nobell ◽  
Nerea Vadillo-Bengoa
Keyword(s):  
Social Networks ◽  
Digital Media ◽  
Super Bowl ◽  
Impact Measurement ◽  
Sports Events ◽  
The Media ◽  
Objectification Of Women ◽  
The Impact ◽  
First Time

The subject of this research topic is the frameworks and the media representation of the role of women in mass sports events. The case study corresponds to the participation for the first time in the halftime show of the “Super Bowl 2020” of two of the main Latin pop artists: Shakira and Jennifer López. The objective of the study is to characterize the treatment of the event given by the media (both generalist and sports-themed) of the 22 countries that make up Ibero-America together with that on social networks. The assumptions that have guided the research seek to determine whether an objectification of women in the image that is built from the media and on social networks really exists; and whether the frames that occur in both are identical or different. The methodological design includes a content analysis and impact measurement with Big Data technology. The main results and conclusions include the objectification of women in all the generalist media; and 50% in sports-themed media. Similarly, it should be noted that social media reflect the impact of conventional media more than tenfold and most importantly, a change in trend and progress is foreseen in media frameworks with a gender perspective.

scholarly journals Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study

2015 ◽  
Vol 1 (5) ◽  
pp. 69-80 ◽  
Author(s):  
Afrina Yasmin ◽  
Sadia Tasneem ◽  
Kaniz Fatema
Keyword(s):  
Empirical Study ◽  
Digital Media ◽  
Electronic Media ◽  
Digital Marketing ◽  
Statistical Tools ◽  
Marketing Effectiveness ◽  
Challenges And Opportunities ◽  
New Challenges ◽  
Tools And Techniques ◽  
The Impact

Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on the firms’ sales. Additionally the differences between traditional marketing and digital marketing in this paper are presented. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. The examined sample consists of one hundred fifty firms and fifty executives which have been randomly selected to prove the effectiveness of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.

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